A multi-country survey from research and advisory consultancy GlobeScan reveals that a majority of shoppers, including those in Australia and New Zealand, are familiar with Fairtrade and believe it reflects their values.
Of consumers who have seen the Fairtrade Mark occasionally or often, a significant proportion, 87 per cent in both Australia and NZ, have trust in the Fairtrade Mark and associate it with providing fair prices, a living income and helping farmers to escape from poverty. Fairtrade says these attributes are crucial to building trust.
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